语境顺应理论下广告英语岐义现象分析

发布时间：2018-03-15 21:37

本文选题：语境顺应论　切入点：选择　出处：《浙江工商大学》2011年硕士论文　论文类型：学位论文

【摘要】：随着社会和经济的发展,广告已经成为我们生活中不可缺少的一部分。因此,许多语言学家、逻辑学家、哲学家和心理学家等都对此进行了相关的研究并取得显著成果。歧义,作为广告的一种策略,如果运用得当,经常能产生一种出人意料的艺术效果,从而达到其特定的交际目的。而且,由于广告版面的限制和高昂的版面费,广告商通过歧义策略,可以用一个单词或者一个句子来表达两种或更多的意思,从而节约版面和成本。因此这一策略受到越来越多广告商的欢迎。本文主要是以Jef Verschueren的顺应论为理论框架,通过收集杂志、报纸和网络上的广告,对广告英语中歧义现象是如何顺应动态的交际语境和语言语境进行了深入研究。根据顺应理论,语言使用过程就是语言不断选择的过程；语言使用者之所以能够在语言使用过程中做出种种恰当的选择,是因为语言具有变异性、协商性和顺应性的特点；顺应又是双向的：即人们根据语境进行语言选择,同时语境也会相应地顺应所做的语言选择。本文主要采用定性研究方法,分别从交际语境中的心智世界、社交世界和物理世界三个维度和语言语境中的语音、词和结构三个维度,对40个英语广告中的歧义现象进行了详细地分析。通过分析,本论文说明了维索尔纶的语境顺应论可以用于分析研究英语广告中的歧义现象。并且证明了英语歧义广告产生的过程是一个动态顺应受众交际语境和语言语境的过程；受众理解英语歧义广告的过程是广告语言和受众的交际语境、语言语境之间动态适应的过程。本研究从一个新的角度对英语歧义广告的产生和理解进行了分析和论证,从而扩大了顺应理论研究的范围,同时也为我们使用和理解英语广告中的歧义现象带来一些启发。
[Abstract]:With the development of society and economy, advertising has become an indispensable part of our daily life. Therefore, many linguists, logicians, philosophers and psychologists have studied and achieved remarkable results. The ambiguity, as a strategy of advertising, if used properly, can often produce a kind of artistic effect beyond all expectations. In order to achieve their specific communicative purposes. Moreover, due to advertising restrictions and high fees, advertisers by means of ambiguity, can express two or more of the meaning of a word or a sentence, so as to save space and cost. So this strategy is more and more advertisers welcome.
This paper is mainly based on Jef Verschueren's adaptation theory, through the collection of magazines, newspapers and advertising on the Internet, the ambiguity in advertising English is how to adapt to the dynamic communicative context and linguistic context were studied. According to the adaptation theory, language use is the process of language choice; language users are able to make various appropriate choices in the use of language, because language has variability, negotiability and adaptability characteristics; adaptation is bidirectional: that people make linguistic choices according to the context, and the context will correspondingly conform to make linguistic choices. This paper mainly adopts the method of qualitative research, from communicative context in the mental world, the social world and the physical world of speech and language in the context of three dimensions, three dimensions and structure of 40 words, in English advertising activities The meaning of the phenomenon are analyzed in detail. Through the analysis, this paper illustrates the vesole fiber context adaptation theory can be used for the analysis of ambiguity in English advertising. And proved that the process of ambiguity in English advertising is a process of dynamic adaptation to the communicative context and the linguistic context of the audience; the audience understand the process of ambiguity in English advertising is advertising the audience's language and communicative context, linguistic context between the dynamic process of adaptation.
This study analyzes and demonstrates the emergence and understanding of English ambiguity advertisements from a new perspective, thus enlarging the scope of the study of adaptation theory, and also providing some inspiration for us to understand ambiguity in English advertisements.

【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H314

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